| Story | Kreg is a long-established, beloved brand amongst serious woodworking enthusiasts. It has cult-like status with this small group of diehard customers. But as the company sought to expand, they needed to reach the much bigger population of novice woodworking hobbyists. The Kreg brand had little to no recognition with this new target segment, so we worked with the company to create an evolved position that connected with a wider range of woodworker personas. The challenge was to broaden the brand without losing what makes it so special to its fanatical core base. |
